MARBPMOS Marketing of Services

School of Business Administration in Karvina
Summer 2014
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jan Urbánek (lecturer)
Ing. Jan Urbánek (seminar tutor)
Guaranteed by
Ing. Jan Urbánek
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
The subject takes up the subject Marketing.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course acquaints students with the application of marketing in services. The course includes the definition of services and their specific characteristics, which are based on marketing mix. Further, it explains the meaning and methods of the marketing research in services, the formalization of marketing strategic planning and the use of various instruments of marketing mix to improve the process of providing services.
Syllabus
  • 1. What are services
    2. Marketing approach to services
    3. Strategic marketing planning
    4. Marketing research in services
    5. Product in services
    6. Pricing of services
    7. Distribution channels in services
    8. Communication mix
    9. People in services
    10. Physical evidence
    11. Processes
    12. Quality management in services
    13. Practical experience with new marketing trends in services
    Content of the course:
    1. What are services
    Definitions of services and development of service sector. The marketing approach to services. The characteristics of services. The classification of services.
    2. Marketing approach to services
    The specialities of services in marketing. The specification of services in public sector. The marketing strategy. Marketing mix.
    3. Strategic marketing planning
    The merits and meaning of marketing planning in services. The elements of marketing planning and their function. The process of strategic marketing planning (segmentation, marketing audit, SWOT analysis).
    4. Marketing research in services
    Methods and means used to get useful information, which helps the process of marketing planning. The marketing research, methods and its proceeding.
    5. Product in services
    Definition of product in services and description of elements, which the concept involves. The core and tangible and intangible elements of product. The relationship between core (basic) and additional product layers and their offer.
    6. Pricing of services
    Factors influencing price of services. Principles of price making. Essentials of price strategy, methods of pricing, selection of relevant tactics and their application in practice.
    7. Distribution channels in services
    Factors influencing distribution of services and location models. Flexibility of production and flexibility of consumption. The indirect distribution and role of intermediaries in service distribution.
    8. Communication mix
    Tools and strategy for implementation of the communication mix in services. The evaluation of communication mix tools in term of usability and benefits which they bring to organization and their customers.

    9. People in services
    The importance and status of employees in services. Policies of Human Resources Management in services. The internal marketing. The strategy of creation of desired atmosphere.
    10. Physical evidence
    The influence of physical evidence and its elements on feelings and moods of customers and employees in services. Managing the evidence, core and peripheral evidence.
    11. Processes
    The structuring of processes in delivering of services. Critical areas in delivering of services. The management of capacities according to the demand.
    12. Quality management in services
    The meaning of quality for customers and providers of services. The methods which can detect the quality of services, both from a customer perspective and from the perspective of the organization.
    13. Practical experience with new marketing trends in services
    The discussion of new marketing trends used in services.
Literature
    required literature
  • FROW, P., Mc DONALD, M., PAYNE, A. Marketing plans for Services. John Wiley and Sons ltd, 2011. info
  • PALMER, A. Principles of Services Marketing. other reedition. McGraw-Hill, Maidenhead, 2011. ISBN 978-00771-295-14. info
  • JANEČKOVÁ, L. Marketing of Services. SU OPF Karviná, 2003. ISBN 80-7248-189-4. info
    recommended literature
  • CHEW, P., LOVELOCK, Ch. H., WIRTZ, J. Esential of Services Marketing. Singapore: Pearson Education centre, 2008. ISBN 978-98106-799-58. info
  • ENNEV, CH., T. WAITE, N. Financial services Marketing: an international guide to principles and practice. Amsterdam: Elsevier Butterworth-Heinemann, 2007. ISBN 0-7506-6997-7. info
  • SMITH, P.R., TAYLOR, J. Marketing communications. Prentice Hall, 2005. ISBN 978-131-469-81. info
  • KOTLER, P., AMSTRONG, G. Principles of Marketing. Prentice Hall, 2005. ISBN 978-131-469-81. info
Teaching methods
Skills demonstration
Seminar classes
Assessment methods
Written exam
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
70 % implication in seminar, seminar work, exam test
ActivityDifficulty [h]
Ostatní studijní zátěž70
Přednáška26
Seminář13
Zkouška40
Summary149
The course is also listed under the following terms Summer 2013.
  • Enrolment Statistics (recent)
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